Juicy Couture Founders Seek to Buy Back Company

The founders of Juicy Couture, Pamela Skaist-Levy and Gela Nash-Taylor, who transformed velour tracksuits into a sexy must-have piece in the early 2000's are looking to take back their company.  The founders sold Juicy Couture to Fifth & Pacific Cos. (f/k/a Liz Claiborne) around the peak of the craze in 2003 for $226 million.  However, now with the label faltering and the parent company secretly shopping the label to buyers, it's clear that consumers are tired of "juicy" plasters on their behinds and change is needed.  

The duo believes they can revitalize the company they started back 1996 and has reportedly been in talks with several private equity firms to raise funds to buy back their company.  

"If anyone can turn the brand around and give it back its energy, they can,” Gary Wassner, co-ceo of Hilldun Corp., told WWD. “They know who they are designing for. The product never evolved once they left the company.” 

Mary Epner of Mary Epner Retail Analysis, told the trade publication, “Consumers are interested in athletic apparel. What they want is nice-looking, comfortable apparel. They run around all day long in Lululemon. That’s what Juicy used to be. Can someone stay in the same vein and update the look for 2014? That’s the question."

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WWD (subscription req'd): Juicy Founders Look to Buy Back Brand
BusinessWeek: Juicy Couture Founders Wonder: Does the Tracksuit Still Fit?